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    Decision Architecture Entry #0134

    Why the second question on a survey is the real one

    The opening question sets a frame. Every answer that follows is given inside it, and the respondent cannot see the frame because they are standing in it.

    Adept
    The hidden part #0134

    The first question is not a question. It is the frame in which the second question will be understood.

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    Price Psychology Entry #0368

    The reason a comparison table decides the purchase

    The table does not report the options. It selects which attributes exist, and a preference assembled from those rows is the seller’s preference.

    Novice
    The hidden part #0368

    Buyers assemble preferences from the display rather than bringing them. Choosing the attributes is therefore choosing the winner.

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    Cognitive Bias Entry #0120

    The reason the middle option wins when there are three

    The middle is not chosen for its properties. It is chosen because it is the only position that cannot be accused of either extreme, which makes it defensible.

    Master
    The hidden part #0120

    Nobody sells you the middle. They sell you the extremes, and the middle is what you conclude from them.

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